Like it or not, Content represents your Brand.
Develop good content for brands that engage audiences to comment and return for more consumption of your tasty content-marketing is not an easy task. Here are the content marketing trends for 2015.
1. Quality over Quantity: You pay for what you get. If your brand is high quality then so should your content that represents your brand. Don’t be cheap. Get a loan, it is worth the risk and get high quality video production. Quality content should be relevant to your audience or niche. If you are a trying to start an energy drink brand, have fun in that dog fight of market share!
2. Target Demographic: Quality content speaks to niches markets or customer bases. Your overall brand may have a broader target, but within the brand, there are many smaller niches that you cater to. Your content can be very specific, addressing small segments at a time. Remember if you try to market to everybody you market to nobody. I guess it depends, but might as well increase your chances of the content meaning something to those who you know for sure will appreciate it with the value of information it provides.
3. Strong Team: The news media industry is disruption and those talent folks are ready for a change to apply their relevant media industry experience and skill to build a brand. If you are serious about your content strategy, you need to build a team with a strong managing editor who can set the tone and manage a journalistic operation with a sure hand. A substandard team will produce crap and total money pit. You need a managing editor who knows your audience and knows how to make a connection and keep their attention with relevant content.
4. Social Media: Social media and content marketing is like HTML and CSS. They need each other and need to be in sync. Your content strategy and social media strategy need to work together, complementing each other. To do well in social media, it helps tremendously to produce strong content. On the other hand, strong content, when amplified well through social media, creates a strong brand. We have a well-orchestrated policy such that all our blog content flows through our Twitter, Facebook, and LinkedIn channels.
5. Influencers: In the social media amplification domain, influencers play a gigantic role like the Connectors in Malcome Gladwell’s book “Tipping Point.” Building relationships with influencers or connectors who trust your content and are willing to share, is a key aspect of content marketing. Give an influencer good content to share with their network of followers and On the flip side, influencers who try to hold on to large follower bases, tend to also want good content to curate and share with their followers.
6. Multimedia and Interactive: Content is no longer just text. Images are popular. Video, slide presentations (for B-to-B, mainly), and also webinars have become excellent formats of engagement. We not only produce a blog, but also run a YouTube channel.
7. Syndication: You may or may not be able to produce all your content in-house. It is important to build synergistic syndication relationships so that you can publish other people’s content to fill the holes in your editorial calendars. Similarly, syndicating content out is also critical, to get access to synergistic channels with strong following.
8. Analytics: Currently, content marketing analytics haven’t yet reached the level of sophistication that is needed. They will, however, improve in due course. The key thing to track is whether you are able to reach the right prospects, and the right influencers. Both are important.
9. Automation: Tools like Hootsuite make content marketing bearable. You can schedule Tweets and Facebook/LinkedIn updates periodically. Otherwise, you’d have to sit there and do all this manually, which is impossible to do at scale. One thing, however, I recommend against: using automation tools to create content. Terrible idea, and all you will produce is absolute and total crap.
10. Content Networks: Content marketing services are emerging in the same way that ad networks emerged. Taboola and Outbrain are two big content networks that brands use to amplify their content to a wider audience. Outbrain even allows small businesses to use their network in a self-service mode. And, of course, social networks like LinkedIn, Twitter, and Facebook have content amplification as well. In the same way that ad networks swept over online advertising, today, content networks are becoming a major force in online marketing. The basic premise is that people do not like to see blatant marketing messages, but they like to read good content. Media companies realize that, and are using these content networks to monetize their traffic through what has come to be known as native advertising. Sooner or later, content networks will be popular content marketing trends for 2015.